I would never do a commercial for something that is embarrassing and I think that people maybe have a different perspective on what is embarrassing or not. Some people think doing a Revlon hair commercial is really cool. To me that's embarrassing but World of Warcraft - not embarrassing very cool.
Of course not everybody's willing to go out and do the experiments but for the people who are willing to go out and do that - if the experiments don't work then it means it's not science.